Tác động của giá cả cảm nhận, chất lượng giao hàng đến ý định mua hàng lặp lại trong thương mại điện tử
DOI:
https://doi.org/10.24311/jabes/2021.32.04.04Từ khóa:
Giá cả cảm nhận, Chất lượng giao hàng, Giá trị cảm nhận, Ý định mua hàng lặp lạiTóm tắt
Nghiên cứu này nhằm tìm hiểu vai trò của giá cả cảm nhận và chất lượng giao hàng ảnh hưởng đến ý định mua hàng lặp lại thông qua giá trị cảm nhận và sự hài lòng của người tiêu dùng. Tổng cộng 791 phiếu khảo sát được thu thập theo phương pháp chọn mẫu thuận tiện từ những người đã từng mua lại cùng một cửa hàng trên các trang thương mại điện tử. Nghiên cứu này sử dụng phương pháp tiếp cận hồi quy từng phần để phân tích dữ liệu. Các thang đo sẽ được đánh giá bằng phân tích mô hình đo lường và mô hình cấu trúc tuyến tính thông qua phần mềm hỗ trợ SmartPLS 3.0. Kết quả nghiên cứu cho thấy vai trò của chất lượng giao hàng và giá cả cảm nhận ảnh hưởng đến giá trị cảm nhận và không ảnh hưởng đến sự hài lòng, trong khi đó, giá trị cảm nhận tác động cả trực tiếp đến ý định mua hàng lặp lại và gián tiếp thông qua sự hài lòng. Theo đó, kết quả nghiên cứu hàm ý rằng các cửa hàng trực tuyến nên quan tâm hơn đến thời gian xử lý đơn hàng, đóng gói hàng hóa và kết hợp với các công ty vận chuyển để nâng cao chất lượng giao hàng. Ngoài ra, các cửa hàng trực tuyến cũng nên có những chính sách giá phù hợp để giúp tăng giá trị cảm nhận và hình thành ý định mua hàng lặp lại.
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